The Royal Show, 168 years in the making, is to further develop its role as the national interface between farmer and general public where one can learn from the other and where understanding and fellowship can be engendered.
There are also major plans to build on the show's existing features and roles, developing its business content and making it a 'must-attend' event for farmers and those engaged at different levels in the food chain.
John Moverley, RASE chief executive, said at a press conference (August 7) that his trustees, council, members and management team were all guardians of the Royal Show and its heritage and had a duty to steer it in the right direction for today's farming and a wider audience. He said he was a major supporter of the many successful shows throughout the country and wished them to thrive. It was equally important, he insisted, that the Royal, as the national show, also thrived.
"The emphasis in the future will be on content and working with and listening to those in the sector and rural areas to further develop the Royal as the major national event for farming, food and the countryside, he said.
Recent widespread consultation with RASE members, exhibitors and show visitors had enabled the society to take account of a wide range of views which Professor Moverley said would greatly support and influence the content of the show at its central England site.
RASE director of shows and technical events, Simon Frere-Cook said the consultation and additional market research data showed that 66% of this year's attendees had previously visited the show and 59% said they will visit again.
"Our focus will be to encourage the loyal visitor base to stay loyal and to attract farmers and related businesses that may not have attended the show recently. We will also target the growing number of rural and urban dwellers that have a growing interest in how their food is produced and seek a stronger association with the rural environment they so enjoy."
Honorary show director Mark Spencer, 37, a Nottinghamshire farmer and rural retailer, said the Royal Show now had the opportunity to rebuild its reputation following a period of uncertainty and debate over directional issues.
"We have plans that we believe will be seen as dynamic but they will move at the right speed to meet the changing needs and interests of farmers and the general public. There is a real job to be done to show members and other farmers the innovative approaches that can be so financially rewarding and commercially stimulating. The society will use the Royal as just one of the conduits to demonstrate to members and others the latest science and technology and also to build relationships and understanding between the producer and the consumer, he said.
"Over 60% of our visitors this year said that when they came to Stoneleigh the social element was very important, so we plan to enhance the entertainment in the grand ring and around the concourse encouraging wider participation in the national show. For those attending for business reasons, we'll build on key agricultural content such as the new Profitable Futures feature, science and technology, the latest machinery and engineering, arable plots and topical conference themes. The emphasis on inviting politicians and international visitors, a feature of the Royal for many years, will continue, as will the conference themes and ability for those engaged in our sector to learn about new techniques and developments and engage in debate.
"In recent years the consumer has developed a much better understanding of food security, where food comes from and how it has been produced. It is also very important for producers to engage with the consumer and understand their needs and requirements," said Mr Spencer.
Professor Moverley concluded by saying that the society had made the decision to merge the best elements of the planned 2008 Countryside & Food Fair into the Royal Show and would be making plans to stage a new food and drink event in the autumn next year. The 2008 Royal Show will also feature heavily the food and farming year and the task of reconnecting the consumer with food production.
Next year's Royal Show will take place from Thursday to Sunday, July 3-6. The change to the days the show will run, to include a weekend, will, we intend, attract more farmers and those engaged in the rural economy as well as higher numbers of rurally-connected and urban dwellers with an interest in food, farming and rural matters.
"We will remain engaged with all our stakeholders to encourage further feedback and suggestions to develop all our activities," said Professor Moverley. "The Royal Show will continue to provide some of the very best parts of agriculture, food, livestock and equestrianism in the country."